On Saturday, in a statement to The Hollywood Reporter, Jo Malone London said that the Chinese market version of the commercial was a mistake. The version the perfumer released in China, however, saw Boyega replaced by Chinese star Liu Haoran. Jo Malone, which is owned by New York-based Estée Lauder, apologised on Saturday for taking the ad created and directed by Boyega and replacing him with Haoran, saying it was “a mistake”. The film celebrated my personal story – showcasing my hometown, including my friends and featuring my family.”. ADVERTISEMENT Features providing insights into the marketing industries. September 14, 2020 / 3:53 PM Creating compelling content your customers will love. ", First published on September 14, 2020 / 12:29 PM. https://deadline.com/2020/09/john-boyega-jo-malone-china-ad-1234576908/#! The original ad, conceived by and starring Boyega, aired last year and was called "The London Gent." It's disgraceful Jo Malone abused his work by re-shooting it w/out Black ppl & w/out his approval for Chinese market. He Had Time Bruv: John Boyega Tells Jo Malone To Piss Off After They Removed Him From China Ad he actor who was the first male brand ambassador for the brand took to Twitter to let Jo Malone … Actor John Boyega has ended his association with perfume brand Jo Malone after the company controversially cut him from a commercial for the Chinese market. In its defence, David Ake, the AP’s director of photography, told Buzzfeed UK that, under a tight deadline, the photographer “cropped it purely on composition grounds”. AddThis. It has removed the ad and apologized. "We … "You knew what to do with these other people, but when it came to Kelly Marie Tran, when it came to John Boyega, you know f*** all. The Associated Press contributed to this report. British fragrance company Jo Malone has apologized to actor John Boyega after re-creating his original ad without his presence for Chinese audiences. It was even award-winning, clutching best media campaign at the Fragrance Foundation Virtual Awards 2020. Holding events to support, inform, challenge and advise. John Boyega Cuts Ties with Jo Malone London After Fragrance Brand Replaces Him in His Ad for China this link is to an external site that may or may not meet accessibility guidelines. Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. What Happened: Jo Malone London, the Estée Lauder -owned perfume brand, has apologized about replacing Star Wars actor John Boyega, who conceived and directed the brand’s “London Gent” advertisement, with the actor Liu Haoran for the Chinese version of Boyega’s advertisement. Black actor John Boyega cut out of British cologne ad in China Jo Malone joins a long list of brands fallen foul of censoring Black people from ads. It makes reference to his Nigerian heritage in a scene featuring West African attire. Jo Malone backs John Boyega after her old perfume company dropped him from Chinese advert. Powered and implemented by FactSet. The original ad, which aired last year and won The Fragrance Foundation Awards 2020 … The Chinese version used a similar story line and some of the same concepts such as the white horse. British perfume brand Jo Malone London has issued an apology to John Boyega for dropping an ad he made for them and replacing him with a Chinese … This article is about: World, Water Cooler Creative, Creative, Brand. In a series of tweets, the actor announced that he would be stepping down as Jo Malone… "Like, you guys knew what to do with Daisy Ridley, you knew what to do with Adam Driver," Boyega told GQ. It features the London-born actor walking around the neighborhood where he grew up and riding a horse in a park. Today, we're exploring Jo Malone's re-shoot of Star Wars actor John Boyega's personal 'A London Gent' ad. Quick to pull the replica ad from circulation, the perfumer stated that it recognised the re-shoot was ‘painful’ and ‘offensive’. All rights reserved. Perfume brand Jo Malone has apologised to the actor John Boyega for cutting him out of an advert he conceived, directed and starred in when it … The premise of the original campaign was a homage to London, Boyega's hometown, and a personal story that featured the actor's friends and family hanging out in his home district of Peckham. Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. It has removed the ad and apologized. "What I would say to Disney is 'Do not bring out a black character, market them to be much more important in the franchise than they are and then have them pushed to the side,'" he told GQ magazine earlier this month. 271 likes. / CBS/AP. As Variety notes, this controversy over the Jo Malone ad came after Boyega's Star Wars character, Finn, appeared noticeably smaller on the Chinese version of … Last year, Boyega conceived, starred in, and directed a commercial for the band, which showcased his friends and family and was shot in his diverse hometown on Peckham, London. OUR STORIES Helping publishers increase engagement, improve monetization and drive new audiences. 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By … This is a beautifully shot, elegantly conceived, heart-warmingly personal advert - written, directed, produced & starring @JohnBoyega. Finn was a key character who wielded a lightsaber in the first film of the latest sequel trilogy but was edged to the sidelines by the third film. In 2009, Microsoft got itself into a spot of bother when it was caught altering an image from its US website for its Polish audience, when it changed a black man's head to that of a white man. In a statement to The Hollywood Reporter, Jo Malone London admitted that the concept for the film was based on Boyega’s personal experiences and should not have been replicated. John Boyega Parts From Jo Malone Fragrance After Being Replaced In Chinese Ad By Julia Sachs ON September 15, 2020 Star Wars actor John Boyega announced on Twitter on Monday that he is parting with Jo Malone London, a high end fragrance company, after the company reportedly replaced him in an ad campaign with a Chinese model. The Star Wars actor was dropped from the brand’s global ad campaign for a specific territory - China. I'll say it straight up.". Explore the latest, and greatest, creative work from around the globe. Perfume company Jo Malone apologised to the black British star John Boyega. Boyega, whose real name is John Adedayo Bamidele Adegboyega, has spoken out about Hollywood racism recently. It's not the first time Boyega has been deleted from a China-based ad. Legal Statement. Described as ‘a story of talent, energy and inspiration from a true Londoner’ John Boyega's first work for Jo Malone London was a hit. You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Discover more about our home, heritage, our approach to fragrance and the charities we support. He played a leading role as Finn in 2015′s "Star Wars: The Force Awakens," but was removed from a Chinese poster for the movie, along with other nonwhite characters in the film who were either removed or diminished. Nakate addressed the Associated Press on Twitter with a video, detailing “what it means to be removed from a photo” which went viral. You can see a comparison between the two ads below, making it very obvious that Jo Malone just filmed a shot-for-shot remake. © 2020 CBS Interactive Inc. All Rights Reserved. It won the Fragrance Foundation Virtual awards 2020 for Best Media Campaign. Boyega responded to the controversy via Twitter just one day after the ad switch made headlines. Actor John Boyega quits Jo Malone over Chinese ad Tuesday, 15 Sep 2020 05:43 PM MYT John Boyega’s move follows his criticism of the marketing of non-white characters in the latest ‘Star Wars’ films and his outspoken support for the Black Lives Matter movement. Jo Malone London said in a statement to The Hollywood Reporter that the ad, designed for Chinese audiences, was a misstep and has been removed. 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Latest insights, case studies and news from agencies, tech vendors, freelancers and other organisations. Jo Malone has not provided any reasons as to why it chose to re-shoot the ad for the Chinese market. On Saturday, Jo Malone issued a … British perfume and candle maker Jo Malone London is in the hot seat this week after Star Wars actor John Boyega called them out for replacing him entirely with Chinese star Liu Haoran ( Detective Chinatown) in an original video he conceptualized no less for the brand’s adverts in China. I have decided to step down as Jo Malone's global ambassador. Fragrance brand Jo Malone has issued an apology to John Boyega after cutting him out of the Chinese version commercial he helped to create. Entitled “London Gent”, the original ad was a deeply personal one for the actor as it was based on his … British perfume brand Jo Malone has apologized to Black actor John Boyega of "Star Wars" fame after cutting him out of the Chinese version of a cologne commercial he helped create. This material may not be published, broadcast, rewritten, or redistributed. Boyega, Jo Malone’s first male global ambassador, took to … the Associated Press (AP) was called out after it cropped Vanessa Nakate. Despite becoming the brand's first male brand ambassador last year, his statement comes after the perfumer chose to re-shoot the ad he appeared in for its Chinese audience – omitting the star and his friends and family from the local execution. John Boyega was seen as a useful marketing gimmick for Jo Malone in the UK but when it came to China, it was a different story. The recreated ad replaced Boyega with Chinese star Liu Haoran. Copyright © 2021 CBS Interactive Inc. All rights reserved. They had cut him out of an advert when it was remade for the Chinese market. The key ingredients at the heart of the House of Jo Malone London. John Boyega terminated his partnership with British perfumer Jo Malone after learning that a Chinese actor had replaced him in an ad. Rather than just airing the advertisement that Boyega already filmed, Jo Malone created a shot-for-shot remake in which they replaced Boyega with Liu Haoran, a Chinese … Jo Malone apologises to John Boyega after actor is cut out of Chinese version of aftershave advert. © Carnyx Group Ltd 2021 | The Drum is a Registered Trademark and property of Carnyx Group Limited. Storylines in the film played out differently for the characters played by white actors, said Boyega, who has been involved in the Black Lives Matter movement. News provided by The Associated Press. How did rioters breach the U.S. Capitol on January 6? However, Boyega was shocked when he saw the ad he directed and starred in received a total makeover for Jo Malone's Chinese audience. Take a fresh approach to raising your profile with potential clients. In a statement to The Hollywood Reporter, Jo Malone … While Boyega concedes that companies can rightly use different representatives to cater to different markets, he wrote on his Twitter account that: “[Jo Malone's] decision to replace my campaign in China – using my concepts and substituting a local brand ambassador for me, without either my consent or prior notice, was wrong. British actor John Boyega has said he will no longer be working with Jo Malone London. The subsequent Star Wars films centered on characters Rey and Kylo Ren who are portrayed by white actors Daisy Ridley and Adam Driver. Jo Malone … The movie's creators didn't know how to handle Kelly Marie Tran's character Rose, according to Boyega, who suggested that Naomi Ackie, the Black British actress who played Jannah; and Guatemalan-born Oscar Isaac, who played Poe, were similarly marginalized. John Boyega walked away from the Estee Lauder-owned company after they edited him out of an advert in China. Indeed, Boyega previously faced a similar situation in 2016, when Disney chose to shrink the size of his character, Finn, in the poster for The Force Awakens in China. — John Boyega (@JohnBoyega) September 14, 2020. The Latest news for the marketing & media industries. Boyega and his representatives couldn't be reached for comment. The brand is being accused of … 04:21 PM - 14 Sep 2020 Market data provided by ICE Data Services. Jo Malone London, a perfume and candle brand, apologized to its global brand ambassador John Boyega after it reshot his personal advert without him for the Chinese market. Providing great companies with the recognition they deserve. Earlier this year, the Associated Press (AP) was called out after it cropped Vanessa Nakate, a Ugandan climate activist, from a photo featuring prominent climate activists, Greta Thunberg, Loukina Tille, Luisa Neubauer and Isabelle Axelsson. "It's not good. Perfume Brand Jo Malone Apologizes For Replacing John Boyega In Chinese Commercial The short film called "London Gent" was written and directed by Boyega. https://t.co/13Ufp5h3Ku. When I joined the brand as their first male global ambassador last year, I created the short film we used to launch the campaign. Jo Malone, an upscale British perfume brand owned by Estée Lauder, has said that replacing Boyega with Chinese star Liu Haoran in the ad campaign was a misstep. Actor John Boyega has resigned as global ambassador for global perfume brand Jo Malone after being replaced by a Chinese actor for an ad he made in his home in London. 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